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Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
Credibility and image management
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Credibility and image management

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  • Transcript

    • 1. Josh Hall<br />John Miller<br />Chenxing Zhang<br />Jaime Farquhar<br />Credibility and Image Management<br />
    • 2. http://www.youtube.com/watch?v=GggVSAPt-HY<br />
    • 3. Theoretical Focus<br />Ethos and the personal influence of persuasion<br />
    • 4. Ethos<br />Definition<br />Most important of the 3 means of persuasion<br />Character<br />Good sense<br />Good moral character<br />Goodwill<br />
    • 5. Contemporary Credibility Research<br />Congruity Theory<br />Competence<br />Goodwill<br />Moral character<br />Dynamism<br />
    • 6. Charismatic Leadership<br />Charisma<br />Charismatic Leadership Theory<br />Ronald Reagan, Franklin Roosevelt, Martin Luther King, Jr.<br />Charismatic leadership goes far beyond traditional forms of leadership<br />Prophetic wisdom, heroic stature, semi-divine nature or heavenly grace<br />Charisma depends on an audience’s willingness to accept leadership as heroic and inspired <br />
    • 7. Image Management<br />Media images are…<br />Synthetic<br />Believable<br />Vivid and concrete<br />Invite passivity<br />
    • 8. Ethos, Ethics, and Image<br />When persuasion concerns conflicting opinions and values, rather than a matter of empirical truth or falsity, audiences must rely on the judgment of persuaders.<br />
    • 9. Critical Focus: KFC and “The Colonel’s Way”<br />From the classical point of view, the most important of the three dimensions of persuasion is the credibility of the persuader.<br />“The Colonel’s way is still the best way”.<br />Ethos as a way of persuasion<br />The Colonel’s character and good sense<br />http://www.youtube.com/watch?v=pwURoueDzFo<br />
    • 10. Critical Question #1 <br />Does the message depend on ethos, charisma, image management or some combination of these persuasive strategies?<br />
    • 11. Critical Question #2<br />What persuasive purposes are served by the ethos, charisma or image strategies you have identified?<br />
    • 12. Critical Question #3<br />What specific elements in the message itself display ethos, charisma or image management?<br />Clear vision for change<br />Articulate the vision and the flaws with the status quo<br />Build trust in audiences<br />Unconventional, audience-centered tactics<br />Creating involvement<br />
    • 13. Critical Question #4<br />How effective do these strategies appear to be?<br />
    • 14. Critical Question #5<br />To what extent do the strategies revealing ethos, charisma or image management conform to ethical standards governing persuasion?<br />
    • 15. Conclusion<br />Factors that contribute to persuasion:<br />Ethos<br />Goodwill<br />Good sense<br />Good moral character<br />Competence<br />Credibility<br />Dynamism<br />Charisma<br />Image Management<br />

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